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Larry Cohen is the Founder and CEO of Axis Promotions, a full-service marketing agency, based in New York City.  Axis is focused on brand development in the promotional products marketplace. Larry started Axis Promotions in 1992 at his kitchen table, after he identified a need for disposable binoculars for the NBA, and managed to sell the NBA on that idea.  Larry graduated from Duke University as pre-med with a B.A. in Political Science because he thought he was going to head off to medical school.  But after a conversation with a college mentor his senior year, Larry decided to change course and eventually went to the University of Pennsylvania law school.  Today, Axis Promotions is an award-winning agency with five locations across the country serving clients from Zappos to Nickelodeon to Jet Blue to the USA Network.  Axis has been named Counselor Magazine’s Top 40 Distributors 5 years in a row, Promo Marketing Magazine Top 40 Distributor, and PPB Greatest Companies to work for.  Pull up a demitasse of your favorite brew (preferably with a logo on it) and learn how to break into this fast-growing industry!


  • Why curiosity and humility are fantastic qualities to have in this industry
  • What are the entry-level jobs in promotional marketing
  • How this is a multi-billion dollar industry that is still relatively unknown
  • Why mentors are so important to build your career
  • How every day is different in the marketing world
  • Why the best skill to cultivate is how to fix problems that suddenly arise
  • Why Toy Story and Big are movies to watch if you’re interested in marketing
  • If you want to learn more about what Larry does as CEO OF AXIS and how he built his career listen to T4C episode #76

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